Ruff Ryders Enjoyment was a record tag started by bros Darrin “Dee” Dean and Joaquin “Waah” Dean, uncles of producer Swizz Beatz. It operated as a subsidiary of Universal Music Group, and was distributed by Fontana Distribution. The label was dissolved in 2010.
Ruff Ryders’ creators were originally popular for taking care of rappers DMX, Ma$e, Jay-Z as well as The Lox which ended up being multi-platinum celebrities for Def Jam Recordings and Bad Child Enjoyment in the late-1990s. After DMX’s success, the administration business started its own tag imprint with Interscope Records, and had success with launches from female rapper Eve, former Bad Boy Records group The L.O.X. and its main rap artist Jadakiss, Drag-On, and beginner Jin, winner of BET’s 106 & Park freestyle MC battle competition. The Deans’ nephew Swizz Beatz is the major producer for most of the acts on the roster. In 2001, Cassidy was signed to the tag through Swizz Beatz in addition to Full Area labelmate Yung Wun.
As the initial Reunion Project since their 2005 Album the Redemption, Vol. 4 Jadakiss and Swizz Beatz invited Drag-On, Eve, Styles P, Sheek Louch and also DMX, that had just been released from jail, for the Remix of “Who’s Real”. A Ruff Ryders Reunion Cd was announced by Swizz Beatz and was initially set to release in 2008 but it got pushed back.
The all-star hip-hop collective/production team Ruff Ryders consisted of CEOs Chivon, Dee, as well as Waah Dean, manufacturers Swizz Beatz, DJ Shok, and PK, and gold and platinum-selling rappers DMX, Eve, Drag On, and also the LOX (Shawn “Sheek” Jacobs, Jayson Phillips, and also David Styles). This manifestation of the Ruff Ryders crafted 1999’s Ryde Or Die Vol. 1, which additionally included appearances from Large Pun, Mase, Jay-Z, and Jermaine Dupri. Parle, Yung Wun, and Cross & Infa-Red additionally showed up on Ruff Ryders tracks, with Ruff Ryders Vol. II striking the streets in mid-2000. Acknowledging the rise of Southern rap, 2003’s Ryde or Die, Vol. 3: In the “R” We Trust added Ludacris and Bubba Sparxxx to the mix.
In 2010, founders Joaquin and Darin Dean decided to spruce up the brand through a new endeavor known as Ruff Ryders Indy, as a Fontana/Universal affiliated distribution company. This marked completion of Ruff Ryders Entertainment.
Along with Ruff Ryder Indy, other brands include Ruff Ryders Films, Giant Recording Studios, NatPro, a promotional company, and also RR Rescue.